CUSTOMER SATISFACTION EVALUATION FOR ONLINE FOOD …

1 Volume 5 Issue 19 (December 2020) PP. 123-136. DOI: JOURNAL OF INFORMATION. SYSTEM AND TECHNOLOGY. MANAGEMENT (JISTM). CUSTOMER SATISFACTION EVALUATION FOR ONLINE . FOOD SERVICE DELIVERY SYSTEM IN MALAYSIA. Norshita Mat Nayan1*, Mohd Khairul Azmi Hassan2. 1. Institute of , National University of Malaysia, Malaysia Email: 2. Kulliyyah of Information and Communication Technology, International Islamic University Malaysia, Malaysia Email: *. Corresponding Author Article Info: Abstract: Article history: The food delivery service industry is growing up and has a good potential rate Received date: in Malaysia and globally now. With social distancing the new norm, consumers Revised date: are demanding to have takeout food delivered in parallel with government Accepted date: standard procedure in the Covid-19 pandemic. This research was conducted to Published date: examine the SATISFACTION of customers by using ONLINE food delivery services in Malaysia using a quantitative method.

2 It will deal with consumer behaviour, To cite this document: needs, and user requirement elements in analysing their perceptions and Mat Nayan, N., & Hasan, M. K. A. SATISFACTION that will give the best-indicated system to understand consumer (2020). CUSTOMER SATISFACTION stability. For the accomplishment of this research, the survey was distributed EVALUATION for ONLINE Food Service to the public via ONLINE . The development of instruments based on the guideline Delivery System in Malaysia. Journal of System Usability Scale (SUS), the reliable tools for measuring and evaluate of Information System and a wide variety of products and services. Some modification in basic Technology Management, 5 (19), 123- instruments was done to meet the requirement study. A full-fledged 136. questionnaire was distributed among the 150 to 200 respondents to know their feedback on the food service delivery system in Malaysia.

3 After the process of DOI: data cleaning, only 153 respondents included and considered for discussion and This work is licensed under CC BY debate in this paper. The behaviour and user SATISFACTION level by using the ONLINE food services system will discuss further and some comparisons will be the main output of this research. Overall, most of the respondents satisfied with the service provided by Food Panda Service and Grab Food Service because the system easy to use and delivery time is equitable. Keywords: CUSTOMER SATISFACTION , ONLINE Food Ordering, Food Delivery Apps Copyright GLOBAL ACADEMIC EXCELLENCE (M) SDN BHD - All rights reserved 123. Volume 5 Issue 19 (December 2020) PP. 123-136. DOI: Introduction The ONLINE food delivery service is gradually developing in the Malaysian market. Citizens are so active while using food ordering apps ONLINE , especially in the new norm of Covid-19.

4 Pandemic standard of procedure. Before the Covid-19 pandemic, ONLINE food delivery in Malaysia was an up-and-coming trend in urban areas with the help of technology companies such as Grab Food, Food Panda, Lala Food and etc. The service was popular among millennials, but it struggled to reach the other more mature demographics in the country. The industry, however, has now inflated with the introduction of the Movement Control Order (MCO). As a result of all these ONLINE food marketing activities, a large number of job opportunities also can be created. It also helps local vendors to connect with people who can increase their incomes. A simplified ordering system is a website or mobile application that allows users to order food in an ONLINE platform from a food services company or a local restaurant that organises food ONLINE is similar to ONLINE shopping.

5 As a result, ONLINE food services are becoming a large sector and will benefit Malaysia's financial climate. ONLINE food delivery plays a significant role in CUSTOMER experience and SATISFACTION by many factors such as availability of food, CUSTOMER ratings, payment methods and human interaction (Kwong & Shiun-Yi, 2017). To achieve maximum CUSTOMER SATISFACTION , service providers need to focus on the quality of the service and primary goal of food delivery services. They should not have the highest level of CUSTOMER SATISFACTION and profit only. Research that was done by Ha & Jang (2010); Nicolaides (2008), shows the CUSTOMER SATISFACTION is significantly affected by the tangibility aspects of service, food quality and cost of the foods. Lee et al., (2019) prove that habit has the most influence on intentional constant intension to use, followed by expectations of performance and social impact.

6 Besides, this reflects the importance of information quality, performance expectations, habits and social influence as factors in the continuous use of food apps by users. Besides that, bigger factor of user SATISFACTION also involves the effect of food quality on ONLINE loyalty, but not on e-service quality. It's also affected by discloses mediating effect role of CUSTOMER SATISFACTION and perceived value on the relationship between both food quality and e-service quality on ONLINE loyalty toward ONLINE food delivery services. Review Of Literature System Usability Scale (SUS). System Usability Scale (SUS) is a measurement tool to represent a composite measure of the usability of the system. The calculation of the SUS depends on the scores for individual items. The items score shows the contentment of respondents and its meaning on their own or not. Brooke's (1996) give attention to examining scores for the individual items of the SUS was appropriate at the time.

7 He has developed a questionnaire with analyses based on data from 20. people . Then, the SUS has become a broadly used questionnaire for the assessment of perceived usability (Brooke, 2013; Sauro & Lewis, 2009; Zviran, Glezer, & Avni, 2006). With the data now available more than 20 years after its initial publication, it shows the stability of the instruments. The System Usability Scale provides a quick and dirty tool (Brooke's 1996). It is a trustable method of measuring usability in many cases. It consisted mainly of 10-items survey questions with five response options for participants which are strongly disagreed to strongly agree. Copyright GLOBAL ACADEMIC EXCELLENCE (M) SDN BHD - All rights reserved 124. Volume 5 Issue 19 (December 2020) PP. 123-136. DOI: This technique, originally developed by John Brooke in 1986, allows us to examine a broad range and variety of products and services, including hardware, software, mobile devices, websites and applications.

8 SUS has now become an industry-standard acceptance approach, with quotes in more than 1,300 articles and publications. It shows the reliability of the standard. The System Usability Scale is a Likert Scale which includes 10 questions which users of the system can evaluate it. Respondents will rank each question from 1 to 5 based on how much they agree with the statement they are reading. Rank 5 means they completely agree, 1 means they disagree. Users will have ranked each of the 10 templates questions provided in questionnaires from 1 to 5, based on their level of agreement. For each of the odd-numbered questions, subtract 1 from the score. For each of the even-numbered questions, subtract their value from 5. Take these new values that have found and added up the total score. Next, multiply the total score by The result of all these tricky calculations is that the score out of 100.

9 CUSTOMER SATISFACTION For Food Delivery Services ONLINE food delivery services have an important and major role in customers experience. Customers SATISFACTION involved many factors, such as availability of food, CUSTOMER ratings, payment methods and human interaction (Kwong & Shiun-Yi, 2017). To achieve maximum CUSTOMER SATISFACTION , service providers need to focus on the quality of service and the definitive goal of food delivery services should be to have maximum CUSTOMER SATISFACTION and not just only a profit (Nicolaides, 2008). Lee et al., (2019) in his research found that, the habit has the greatest inspiration on endless use intention, followed by performance probability and social impact. Moreover, this also approves the importance of information quality, performance expectation, CUSTOMER pattern and social influence as factors in inducing users' continuously have a good intention to use food delivery applications.

10 Suhartanto et al., (2019) also agree in his research the uninterrupted effect of food quality on ONLINE is CUSTOMER loyalty, but not ONLINE service quality. Besides that, it also discloses the fractional negotiation role of CUSTOMER SATISFACTION and perceived value on the relationship between both food quality and ONLINE service quality very important for ONLINE food services delivery system. Consumer Convenience In Food Delivery Services Food Delivery Services System must-have features of CUSTOMER convenience. It's important to promote their business and services provided to customers by promoting their offering, especially on their request making it convenient for the consumers to order from them. Service quality on user convenience should be given a considerable preference (Chen et al., 2011). Yeo et al., (2017) detected that only a few studies explain the issues of CUSTOMER experience with ONLINE food delivery services and variables such as convenience, hedonism encouragement, time-saving alignment, ONLINE purchase intention experience, consumer behaviour and behavioural intention to influence customers while pursuing ONLINE food delivery service applications.